Difference between ethnocentric and polycentric orientation
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The term ethnocentric orientation means that a company does not differentiate between domestic and foreign markets and applies same techniques in foreign markets which are applied in domestic marketing. Polycentric orientation is opposite of ethnocentric orientation.
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Polycentric orientation is appropriate when firm is committed to international marketing.The term ethnocentric orientation means that a company does not differentiate between domestic and foreign markets and applies same techniques in foreign markets which are applied in domestic marketing.
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